Brainstorming Strategy: Take it Literally
If you’ve read any of my past posts, you know I like to share some of the creative brainstorming strategies that we use here at MarketMatch
If you’ve read any of my past posts, you know I like to share some of the creative brainstorming strategies that we use here at MarketMatch … Opposites Attract and Without Words for instance.
That said, here’s another one for your toolbox: Take it Literally.
And here’s a fun example of what the strategy looks like executed.
We were brainstorming ways to promote a credit union client’s small business checking account, and talking about how passionate business owners are about their companies, when someone said, “Of course they’re passionate, their business is their baby.”
That’s when it clicked. What might it look like if we rendered that expression literally? We thought it would look like this. The subhead to the right pays off the headline by introducing a small business checking account that, in keeping with the baby metaphor, helps your business grow.
The purpose of this brainstorming strategy, as with all the others, is to discover that concept or creative direction that lets you communicate your message in a way that has stopping power, in a way that gets the consumer to stop and look.
If you want to try Take it Literally with your team, here are a few questions to keep in mind.
As you’re brainstorming ideas, ask yourself …
1. What images do you get if you take descriptions of the product benefit literally?
For example, let’s say you’re promoting the fact that with your suite of online banking products, a key benefit to customers is that they have more time on their hands. What does “more time on your hands” look like literally?
2. What ideas or statements about the product or message platform can be taken literally in order to generate witty, breakthrough visuals.
3. How can slogans, common expressions (your business is your baby
), keywords or text associated with the product be converted literally into pictures.
4. What slang phrases, metaphors or turns of phrase could be translated literally into a visual image that will get the product or service notice?
Initially, we presented the concept with a man holding a fictional plumbing-themed van. But then we realized, it would be more impactful if the client reached out to one of their small business clients and used a real customer’s business name. Hence, Awesome Yogurt. It’s was a nice touch on the credit union’s part, and I’m sure the member was equally happy to see her business showcased.
Contact me to learn more about how MarketMatch brings these creative strategies to life for credit unions and community banks across the country.
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